ABOUT:

Established in 1925, Raymond has been synonymous with Trust, Quality and Excellence. It is
a diversified group with the business interest in textile and apparel sectors. It also has its
presence across diverse segments such as FMCG, reality and engineering in national and
international markets. Having enjoyed the backing of over a billion consumers, Raymond is
known for delivering world-class quality products to its consumers for the past nine decades.
Raymond has strong fibre to fabric manufacturing capabilities and isa textile powerhouse.
Raymond has wide range of quality shirting and suitable fabrics across a plethora of options
such as cotton, wool blends, linen and denim.
PRODUCT LIFE CYCLE STRATEGIES:

1) Introduction Stage- Raymond started by targeting women. As time went on, they
expanded their reach to men as well. They have developed their products to cater to
different consumer groups, and they also maintained the quality to achieve the name
of Raymond’s branding. Under the Raymond name, the Raymond Group caters to a
wide range of Indian markets and explicitly pitches its products to a large Indian
market. The Raymond, Swiss, and Timex brands are also used for marketing the
Group’s products. Raymond and Park Avenue, the flagship of Raymond, is the most
successful branding, with customers receiving their products regularly without
compromising their cost and pricing. The pricing strategy of suits is to offer different
kinds of apparel at varying price ranges. Most of the clothing is priced between Rs
1000 to Rs 10000. Ranging from budget to high-end apparel, the company’s pricing
strategy is well defined depending on the type of fabric used and the colour they
fabricated.

2) Growth Stage- In this stage Raymond become renowned brand not only in India but in
55 other countries as well. As the largest manufacturer of suiting fabrics, they
command a 60% market share and has 38 million meters of fabric capacity. They used
to be a one-stop shop for apparel, but nowadays, it predominantly focuses on suits,
men’s pants and menswear. Raymond exports its products to more countries than just
the European Union. Canada, the USA, Japan and Australia are on the list . In this
stages Raymond also launched Park Avenue.
Park Avenue’s fragrances and shaving systems are popular among products. It
manufactures body care solutions and hair care products under the Park Avenue brand.
These are suave and meet current trends.

3) Maturity Stage- In order to capture customers from competitors Raymond

introduced various marketing campaigns. Marketing campaigns promote products through
different types of media, such as television, radio, print, and online platforms. It not only
promotes the product but also sends a meaningful message to connect with the customer.

Black is Beautiful

This TVC is titled ‘It all begins with black’ to showcase its ‘All black collection’. The
unconventional take on the colour black was very unorthodox in the fashion industry.
It was the most comprehensive ad ever launched with over 1000 styles of black suiting fabric.
It challenges the notion that black is unidimensional and boxed up. It stars the Indo-Canadian
singer and writer Jug Preet Singh, who is visually impaired since the age of six months. 

Tailor your Style

The campaign by Grey India, Tailor your style, is a series of television ads that presents a
narrative of the art of fine tailoring, reviving aesthetic perfection. It presents the old craft of
tailoring with a refreshed and new perspective. The campaign highlights the perfect cut, the
meticulous attention to little details, and also an impeccable fit.
4) Decline Stage- Suit wearing has been declining for years as the workplace has become
more casual, though there are still industries like the financial industry where suits are still
the norm. Fast-fashion retailers are waking up to a changed global fashion scenario as the
make-buy-trash culture is rapidly giving way to heightened environmental concerns. Big
brands producing clothes in large batches may save money both for the company and
consumer but it creates environmental waste. The clothing industry is responsible for about
10 per cent of global greenhouse gases and consumes more energy than aviation and shipping
combined.  The old concept of encouraging shoppers to buy rapidly as trends change where
olds clothes either stockpile or find their way to landfills is now changing.